Mobile commerce adoption A value perspective from a developing country
Main Article Content
Keywords
Mobile Commerce, SOR approach, Perceived Value, Accessibility, Design Aesthetics
Abstract
This study explores the factors affecting mobile commerce adoption in Tunisia using the Stimulus-Organism-Response (S-O-R) framework. It examines how accessibility, convenience, ubiquity, and design aesthetics impact perceived value, which, in turn, influences adoption behaviour. Based on data from 613 respondents and analysed through structural equation modelling (PLS-SEM), the study finds that perceived emotional and quality value significantly drive adoption intentions, with emotional value being more influential. Design aesthetics are found to play a key role in shaping perceived value, boosting perceived quality value by 34%, emotional value and social value by 30%, and price value by 33%. Convenience enhances perceived price value, while both accessibility and convenience positively impact perceived quality and emotional value. This study will be helpful to researchers in further understanding the S-O-R framework in the context of mobile commerce adoption, as well as to mobile commerce practitioners in understanding the environmental stimuli that impact the consumer’s perceived value of mobile commerce, leading them to adopt it. Theoretical and managerial implications of our results are discussed.
References
Abdennebi, H. B. and Debabi, M. (2017). Intention of adoption of mobile commerce from consumer perspective. In: Proceedings of the 2nd International Conference on Digital Economy (ICDEc) Proceedings, Tunis, Tunisia, pp. 29-40. May 4-6, 2017. https://doi.org/10.1007/978-3-319-62737-3_3
Abdennebi, H. Ben. (2023). M-banking adoption from the developing countries perspective: A mediated model. Digital Business. 3(2), 100065. https://doi.org/https://doi.org/10.1016/j.digbus.2023.100065
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50 (2), 179–211.
Åkesson, M. (2007). Value proposition in m-commerce: exploring service provider and user perceptions. In: Proceedings of the 6th Annual Global Mobility Roundtable. Los Angeles, CA, p. 19, June 1-2, 2007.
Akram, U., Ansari, A. R., Fu, G., and Junaid, M. (2020). Feeling hungry? let’s order through mobile! examining the fast-food mobile commerce in China. Journal of Retailing and Consumer Services, 56, 102142. https://doi.org/10.1016/j.jretconser.2020.102142
Alalwan, A. A., Dwivedi, Y. K., and Rana, N. P. (2017). Factors influencing adoption of mobile banking by Jordanian bank customers: Extending UTAUT2 with trust. International Journal of Information Management, 37(3), 99-110. https://doi.org/10.1016/j.ijinfomgt.2017.01.002
Ali, M., Wali, E., Al-Hinai, Y., and Kurnia, S. (2019). A process approach to examining mobile commerce adoption progression. Journal of Systems and Information Technology, 21(2), 215-235. https://doi.org/10.1108/JSIT-10-2017-0085
Anwar, A., Thongpapanl, N., and Ashraf, A. R. (2021). Strategic imperatives of mobile commerce in developing countries: the influence of consumer innovativeness, ubiquity, perceived value, risk, and cost on usage. Journal of Strategic Marketing, 29(8), 722-742. https://doi.org/10.1080/0965254X.2020.1786847
Ashraf, A. R., Tek, N. T., Anwar, A., Lapa, L., and Venkatesh, V. (2021). Perceived values and motivations influencing m-commerce use: A nine-country comparative study. International Journal of Information Management, 59, 102318. https://doi.org/10.1016/ j.ijinfomgt.2021.102318
Barnes, S. J., Pressey, A. D., and Scornavacca, E. (2019). Mobile ubiquity: Understanding the relationship between cognitive absorption, smartphone addiction and social network services. Computers in human behavior, 90, 246-258. https://doi.org/10.1016/j.chb.2018.09.013
Baron, R. M. and Kenny, D. A. (1986). Moderator-Mediator Variables Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations. Journal of Personality and Social Psychology, 51(6), 1173–1182.
Belk, R. W. (1974). An exploratory assessment of situational effects in buyer behavior. Journal of Marketing Research, 11(2), 156-163.
Berraies, S., Yahia, K. B., and Hannachi, M. (2017). Identifying the effects of perceived values of mobile banking applications on customers: Comparative study between baby boomers, generation X and generation Y. International Journal of Bank Marketing, 35(6), 1018-1038. https://doi.org/10.1108/IJBM-09-2016-0137
Bhandari, U., Neben, T., Chang, K., and Chua, W. Y. (2017). Effects of interface design factors on affective responses and quality evaluations in mobile applications. Computers in Human Behavior, 72, 525-534. https://doi.org/10.1016/j.chb.2017.02.044
Bhattacherjee, A. (2001). Understanding information systems continuance: An expectation-confirmation model. MIS Quarterly, 351–370.
Burucuoglu, M. and Erdogan, E. (2016). An empirical examination of the relation between consumption values, mobile trust and mobile banking adoption. International Business Research, 9(12), 131-142. https://doi.org/10.5539/ibr.v9n12p131
Chang, H. H. and Chen, S. W. (2008). The impact of online store environment cues on purchase intention: Trust and perceived risk as a mediator. Online information review, 32(6), 818-841. https://doi.org/10.1108/14684520810923953
Chaouali, W., Souiden, N., and Ladhari, R. (2017). Explaining adoption of mobile banking with the theory of trying, general self-confidence, and cynicism. Journal of Retailing and Consumer Services, 35, 57-67. https://doi.org/10.1016/j.jretconser.2016.11.009
Chaouali, W., Ben Yahia, I., Lunardo, R., and Triki, A. (2019). Reconsidering the “what is beautiful is good” effect: When and how design aesthetics affect intentions towards mobile banking applications. International Journal of Bank Marketing, 37(7), 1525-1546. https://doi.org/10.1108/ IJBM-12-2018-0337
Chaouali, W., Lunardo, R., Ben Yahia, I., Cyr, D., and Triki, A. (2020). Design aesthetics as drivers of value in mobile banking: does customer happiness matter? International Journal of Bank Marketing, 38(1), 219-241. https://doi.org/10.1108/IJBM-03-2019-0100
Chemingui, H. and Benlallouna, H. (2013). Resistance, motivations, trust and intention to use mobile financial services. International Journal of Bank Marketing, 31(7), 574-592. https://doi.org/10.1108/IJBM-12-2012-0124
Chen, S. C., Chung, K. C., and Tsai, M. Y. (2019). How to achieve sustainable development of mobile payment through customer satisfaction – the SOR model. Sustainability, 11(22), 6314. https://doi.org/10.3390/su11226314
Choi, S. (2018). What promotes smartphone-based mobile commerce? Mobile-specific and self-service characteristics. Internet Research, 28(1), 105-122. https://doi.org/10.1108/IntR-10-2016-0287
Chong, A. Y. L. (2013). Mobile commerce usage activities: The roles of demographic and motivation variables. Technological forecasting and social change, 80(7), 1350-1359. https://doi.org/10.1016/j.techfore.2012.12.011
Chong, X., Zhang, J., Lai, K. K., and Nie, L. (2012). An empirical analysis of mobile internet acceptance from a value–based view. International Journal of Mobile Communications, 10(5), 536-557. https://doi.org/10.1504/IJMC.2012.048886
Chopdar, P. K. and Balakrishnan, J. (2020). Consumers response towards mobile commerce applications: SOR approach. International Journal of Information Management, 53, 102106. https://doi.org/10.1016/j.ijinfomgt.2020.102106
Chopdar, P. K., Paul, J., Korfiatis, N., and Lytras, M. D. (2022). Examining the role of consumer impulsiveness in multiple app usage behavior among mobile shoppers . Journal of Business Research, 140, 657-669. https://doi.org/10.1016/j.jbusres.2021.11.031
Clarke III, I. (2001). Emerging value propositions for m-commerce. Journal of Business Strategies, 18(2), 133-148.
Cyr, D., Head, M., and Ivanov, A. (2006). Design aesthetics leading to m-loyalty in mobile commerce. Information & Management, 43(8), 950-963. https://doi.org/10.1016/j.im.2006.08.009
Dastane, O., Goi, C. L., and Rabbanee, F. (2020). A synthesis of constructs for modelling consumers’ perception of value from mobile-commerce (M-VAL). Journal of Retailing and Consumer Services, 55, 102074. https://doi.org/10.1016/j.jretconser.2020.102074
Ding, X., Iijima, J., and Ho, S. (2004). Unique features of mobile commerce. Journal of Electronic Science and Technology, 2(3), 205-210.
Duarte, P., e Silva, S. C., and Ferreira, M. B. (2018). How convenient is it? Delivering online shopping convenience to enhance customer satisfaction and encourage e-WOM. Journal of Retailing and Consumer Services, 44, 161-169. https://doi.org/10.1016/j.jretconser.2018.06.007
Elgammal, I., Tan, C. C., Aureliano-Silva, L., and Selem, K. M. (2023). Employing SOR approach in linking mobile commerce ubiquity with usage behavior: roles of product reputation and brand trust. Kybernetes, 54(2), 832-852. https://doi.org/10.1108/K-07-2023-1359
Fan, Y., Saliba, A., Kendall, E. A., and Newmarch, J. (2005). Speech interface: an enhancer to the acceptance of m-commerce applications. In: Proceedings of the International Conference on Mobile Business (ICMB0 05), Sydney, Australia, 445-451.
Fang, J., Shao, Y., and Wen, C. (2016). Transactional quality, relational quality, and consumer e-loyalty: Evidence from SEM and fsQCA. International Journal of Information Management, 36(6), 1205–1217. https://doi.org/10.1016/j.ijinfomgt.2016.08.006
Fang, J., Zhao, Z., Wen, C., and Wang, R. (2017). Design and performance attributes driving mobile travel application engagement. International Journal of Information Management, 37(4), 269-283. http://dx.doi.org/10.1016/j.ijinfomgt.2017.03.003
Faqih, K. M. and Jaradat, M. I. R. M. (2015). Assessing the moderating effect of gender differences and individualism-collectivism at individual-level on the adoption of mobile commerce technology: TAM3 perspective. Journal of Retailing and Consumer Services, 22, 37-52. https://doi.org/10.1016/j.jretconser.2014.09.006
Farquhar, J. D. and Rowley, J. (2009). Convenience: a services perspective. Marketing theory, 9(4), 425-438.
Fianto, B. A., Rahmawati, C. K., and Supriani, I. (2021). Mobile banking services quality and its impact on customer satisfaction of Indonesian Islamic banks. Jurnal Ekonomi dan Keuangan Islam, 7(1), 59-76. https://doi.org/10.20885/jeki.vol7.iss1.art5
Fiore, A. M. and Kim, J. (2007). An integrative framework capturing experiential and utilitarian shopping experience. International Journal of Retail & Distribution Management, 35(6), 421-442. https://doi.org/10.1108/09590550710750313
Geebren, A., Jabbar, A., and Luo, M. (2021). Examining the role of consumer satisfaction within mobile eco-systems: Evidence from mobile banking services. Computers in Human Behavior, 114, 106584. https://doi.org/10.1016/j.chb.2020.106584
Hair, J. F., Ringle, C. M., and Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of
Marketing Theory and Practice, 19(2), 139–151. https://doi.org/10.2753/MTP1069-6679190202
Hair, J. F., Sarstedt, M., Ringle, C. M., and Mena, J. A. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the academy of marketing science, 40, 414-433. https://doi.org/10.1007/s11747-011-0261-6
Hair Jr, J. F., Sarstedt, M., Hopkins, L., and Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106-121. https://doi.org/10.1108/EBR-10-2013-0128
Hair, J. F., Risher, J. J., Sarstedt, M., and Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203
Hair, J.F., Hult, G.T.M., Ringle, C.M., and Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), Thousand Oaks, CA: Sage.
Han, J. and Jun, M. (2021). The impact of accessibility of mobile devices on the intention to post online reviews. European Journal of Management and Business Economics, 30(3), 386-398. https://doi.org/10.1108/EJMBE-07-2020-0185
Henseler, J., Ringle, C. M., and Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modelling. Journal of the Academy of Marketing Science. 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Hew, J. J., Lee, V. H., and Leong, L. Y. (2024). Deciphering the resistance behaviours towards mobile commerce applications: A Mobile Commerce Applications Resistance Theory (MOCART). Computers in Human Behavior, 151, 108033. https://doi.org/10.1016/j.chb.2023.108033
Hillman, S. and Neustaedter, C. (2017). Trust and mobile commerce in North America. Computers in Human Behavior, 70, 10-21. https://doi.org/10.1016/j.chb.2016.12.061
Hsiao, C. H., Chang, J. J., and Tang, K. Y. (2016). Exploring the influential factors in continuance usage of mobile social Apps: Satisfaction, habit, and customer value perspectives. Telematics and Informatics, 33(2), 342-355. http://doi.org/10.1016/j.tele.2015.08.014
Hsiao, K. L. (2013). Android smartphone adoption and intention to pay for mobile internet: Perspectives from software, hardware, design, and value. Library Hi Tech, 31(2), 216-235. http://doi.org/10.1108/07378831311329022
Huang, L. T. (2017). Exploring consumers’ intention to urge to buy in mobile commerce: the perspective of pleasure-arousal-dominance. The Perspective of Pleasure-Arousal Dominance. In: Proceedings of the 21st Pacific Asia Conference on Information Systems (PACIS), Langkawi Island, Malaysia, 288. http://aisel.aisnet.org/pacis2017/288
Huang, L., Mou, J., Koong, K. S., and Du, Y. (2019). An investigation of perceived value dimensions: Implications for mobile marketing research. International Journal of Mobile Communications, 17(6), 641-681. https://doi.org/10.1504/IJMC.2019.102764
Karjaluoto, H., Shaikh, A. A., Saarijärvi, H., and Saraniemi, S. (2019). How perceived value drives the use of mobile financial services apps. International Journal of Information Management, 47, 252-261. https://doi.org/10.1016/j.ijinfomgt.2018.08.014
Khoi, N. H., Tuu, H. H., and Olsen, S. O. (2018). The role of perceived values in explaining Vietnamese consumers’ attitude and intention to adopt mobile commerce. Asia Pacific Journal of Marketing and Logistics, 30(4), 1112-1134. https://doi.org/10.1108/APJML-11-2017-0301
Kim, S., Kwon, H. J., and Kim, H. (2023). Mobile banking service design attributes for the sustainability of internet-only banks: a case study of KakaoBank. Sustainability, 15(8), 6428.
Kim, H. W., Chan, H. C., and Gupta, S. (2007). Value-based adoption of mobile internet: an empirical investigation. Decision Support Systems, 43(1), 111-126. https://doi.org/10.1016/j.dss.2005.05.009
Kim, B. and Han, I. (2009). What drives the adoption of mobile data services? An approach from a value perspective. Journal of Information Technology, 24, 35-45. https://doi.org/10.1057/jit.2008.28
Kim, B., and Han, I. (2011). The role of utilitarian and hedonic values and their antecedents in a mobile data service environment. Expert Systems with Applications, 38(3), 2311-2318. https://doi:10.1016/j.eswa.2010.08.019
Kim, C., Li, W., and Kim, D. J. (2015). An empirical analysis of factors influencing M-shopping use. International Journal of Human-Computer Interaction, 31(12), 974-994. https://doi.org/10.1080/10447318.2015.1085717
Kim, C., Mirusmonov, M., and Lee, I. (2010). An empirical examination of factors influencing the intention to use mobile payment. Computers in Human Behavior, 26(3), 310-322. https://doi.org/10.1016/j.chb.2009.10.013
Kim, J. and Hahn, K. (2012). Effects of personal traits on generation y consumers’ attitudes toward the use of mobile devices for communication and commerce. Human Technology, 8(2), 133-156. https://doi.org/10.17011/ht/urn.201211203032
Ko, E., Kim, E. Y., and Lee, E. K. (2009). Modeling consumer adoption of mobile shopping for fashion products in Korea. Psychology & Marketing, 26(7), 669-687. https://doi.org/10.1002/mar.20294
Kock, N. (2015). Common method bias in PLS-SEM: a full collinearity assessment approach. International Journal of e-Collaboration (ijec), 11(4), 1–10. https://doi.org/10.4018/ijec.2015100101
Kuo, Y. F., Wu, C. M., and Deng, W. J. (2009). The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. Computers in Human Behavior, 25(4), 887-896. https://doi.org/10.1016/j.chb.2009.03.003
Larivière, B., Joosten, H., Malthouse, E. C., Van Birgelen, M., Aksoy, P., Kunz, W. H., and Huang, M. H. (2013). Value fusion: The blending of consumer and firm value in the distinct context of mobile technologies and social media. Journal of Service Management, 24(3), 268-293. https://doi.org/10.1108/09564231311326996
Lee, E. and Han, S. (2015). Determinants of adoption of mobile health services. Online Information Review, 39(4), 556-573. https://doi.org/10.1108/OIR-01-2015-0007
Li, Y. M. and Yeh, Y. S. (2010). Increasing trust in mobile commerce through design aesthetics. Computers in Human Behavior, 26(4), 673-684. https://doi.org/10.1016/j.chb.2010.01.004
Li, M., Dong and Z. Y., Chen, X. (2012). Factors influencing consumption experience of mobile commerce: A study from experiential view. Internet Research, 22(2), 120-141. https://doi.org/10.1108/10662241211214539
Liang, T. P., Huang, C. W., Yeh, Y. H., and Lin, B. (2007). Adoption of mobile technology in business: a fit‐viability model. Industrial Management & Data Systems, 107(8), 1154-1169. https://doi.org/10.1108/02635570710822796
Liébana-Cabanillas, F., Marinković, V., and Kalinić, Z. (2017). A SEM-neural network approach for predicting antecedents of m-commerce acceptance. International Journal of Information Management, 37(2), 14-24. http://doi.org/10.1016/j.ijinfomgt.2016.10.008
Lin, S.-C., Tseng, H.-T., Shirazi, F., Hajli, N., and Tsai, P.-T. (2023). Exploring factors influencing impulse buying in live streaming shopping: a stimulus-organism-response (SOR) perspective. Asia Pacific Journal of Marketing and Logistics, 35(6), 1383-1403. https://doi.org/10.1108/APJML-12-2021-0903
Liu, F., Zhao, X., Chau, P. Y. K., and Tang, Q. (2015). Roles of perceived value and individual differences in the acceptance of mobile coupon applications. Internet Research, 25(3), 471-495. https://doi.org/10.1108/IntR-02-2014-0053
Ltifi, M. (2018). Determinants of the intention of smartphone usage by mobile internet users for m-services. Management Decision, 56(11), 2291-2307. https://doi.org/10.1108/MD-09-2017-0869
Ma, Z., Zhou, P., and Fu, N. (2024). Research on the Taxation of Mobile Commerce Digital Assets. In: Wei, J., Margetis, G. (eds) Human-Centered Design, Operation and Evaluation of Mobile Communications. HCII 2024. Lecture Notes in Computer Science, vol 14738. Springer, Cham. https://doi.org/10.1007/978-3-031-60487-4_9
Mahatanankoon, P., Wen, J.H., and Lim, B. (2005). Consumer-based m-commerce: exploring consumer perception of mobile applications. Computer standards & interfaces, 27, 347–357. https://doi.org/10.1016/j.csi.2004.10.003
Mehrabian, A. and Russell, J.A. (1974). An Approach to Environmental Psychology. Boston, MA: MIT Press.
Okazaki, S. and Mendez, F. (2013a). Perceived ubiquity in mobile services. Journal of Interactive Marketing, 27(2), 98-111. https://doi.org/10.1016/j.intmar.2012.10.001
Okazaki, S. and Mendez, F. (2013b). Exploring convenience in mobile commerce: Moderating effects of gender. Computers in Human Behavior, 29(3), 1234-1242. https://doi.org/10.1016/j.chb.2012.10.019
Omigie, N. O., Zo, H., Rho, J. J., and Ciganek, A. P. (2017). Customer pre-adoption choice behavior for M-PESA mobile financial services: extending the theory of consumption values. Industrial Management & Data Systems, 117(5), 910-926. http://doi.org/10.1108/IMDS-06-2016-0228
Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., and Podsakoff, N. P. (2003). Common method biases in behavioral research: a critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879.
Pura, M. (2003). Linking perceived value of and loyalty to mobile services. In Proceedings of Australian and New Zealand Marketing Academy Conference, Adelaide, 560–575. December 1-4, 2003.
Rodríguez-Torrico, P., San-Martín, S., and San José-Cabezudo, R. (2019). What drives M-shoppers to continue using mobile devices to buy? Journal of Marketing Theory and Practice. 27(1), 83-102. https://doi.org/10.1080/10696679.2018.1534211
Ronny. (2022). The effect of responsiveness, reliability, ease, security, and aesthetics on customers’ satisfaction using mobile banking. International Journal of Economics Business and Management Research, 6(7), 190–205. https://doi.org/10.51505/ijebmr.2022.6713
Roig, J. C. F., Garcia, J. S., Tena, M. A. M., and Monzonis, J. L. (2006). Customer perceived value in banking services. International Journal of Bank Marketing, 24(5), 266-283. https://doi.org/10.1108/02652320610681729
Roy, S., Moorthi and Y. L. R. (2017). Technology readiness, perceived ubiquity and M-commerce adoption: The moderating role of privacy. Journal of Research in Interactive Marketing, 11(3), 268-295. https://doi.org/10.1108/JRIM-01-2016-0005
Sankaran, R., and Chakraborty, S. (2022). Factors Impacting Mobile Banking in India: Empirical Approach Extending UTAUT2 with Perceived Value and Trust. IIM Kozhikode Society & Management Review, 11(1), 7-24. https://doi.org/10.1177/2277975220975219
Sarkar, S., Chauhan, S., and Khare, A. (2020). A meta-analysis of antecedents and consequences of trust in mobile commerce. International Journal of Information Management, 50, 286-301. https://doi.org/10.1016/j.ijinfomgt.2019.08.008
Seiders, K., Berry, L. L., and Gresham, L. G. (2000). Attention, retailers! How convenient is your convenience strategy? MIT Sloan Management Review, 41(3), 79.
Shah, A. M., Yan, X., Shah, S. A. A., and Ali, M. (2020). Customers’ perceived value and dining choice through mobile apps in Indonesia. Asia Pacific Journal of Marketing and Logistics, 33(1), 1-28. https://doi.org/10.1108/APJML-03-2019-0167
Shankar, V., Kleijnen, M., Ramanathan, S., Rizley, R., Holland, S., and Morrissey, S. (2016). Mobile shopper marketing: Key issues, current insights, and future research avenues. Journal of Interactive Marketing, 34(1), 37-48. https://doi.org/10.1016/j.intmar.2016.03.002
Shaw, N. and Sergueeva, K. (2019). The non-monetary benefits of mobile commerce: Extending UTAUT2 with perceived value. International Journal of Information Management, 45, 44-55. https://doi.org/10.1016/j.ijinfomgt.2018.10.024
Shmueli, G., Ray, S., Estrada, J. M. V., and Chatla, S. B. (2016). The elephant in the room: Predictive performance of PLS models. Journal of Business Research, 69(10), 4552-4564. https://doi.org/10.1016/j.jbusres.2016.03.049
Shmueli, G., Sarstedt, M., Hair, J. F., Cheah, J.-H., Ting, H., and Vaithilingam, S. (2019). Predictive model assessment in PLS-SEM: Guidelines for using PLSpredict. European Journal of Marketing, 53(11), 2322–2347. https://doi.org/10.1108/EJM-02-2019-0189
Schultz, C. D. and Kaiser, S. (2025). Consumer value dimensions in conversational and mobile commerce. Journal of Marketing Analytics, 1-19. https://doi.org/10.1057/s41270-025-00383-w
Siyal, A. W., Chen, H., Shah, S. J., Shahzad, F., and Bano, S. (2024). Customization at a glance: Investigating consumer experiences in mobile commerce applications. Journal of Retailing and Consumer Services, 76, 103602. https://doi.org/10.1016/j.jretconser.2023.103602
Souiden, N., Ladhari, R. and Chaouali, W. (2020). Mobile banking adoption: a systematic review. International Journal of Bank Marketing, 39(2), 214–241. https://doi.org/10.1108/IJBM-04-2020-0182
Statista Research (2024a) Global retail e-commerce sales 2014-2027. Statista. https://www.statista.com/statistics/379046/worldwide-retail-e-commerce-sales/
Statista Research (2024b) Mobile commerce revenue and share in e-commerce 2017-2028. Statista. https://www.statista.com/statistics/1449284/retail-mobile-commerce-revenue-worldwide/
Ström, R., Vendel, M., Bredican, J. (2014). Mobile marketing: A literature review on its value for consumers and retailers. Journal of Retailing and Consumer Services, 21(6), 1001-1012. https://doi.org/10.1016/j.jretconser.2013.12.003
Sweeney, J.C. and Soutar, G.N. (2001). Consumer perceived value: the development of a multiple item scale. Journal of Retailing, 77(2), 203-220.
Tarhini, A., Alalwan, A. A., Shammout, A. B., and Al-Badi, A. (2019). An analysis of the factors affecting mobile commerce adoption in developing countries: Towards an integrated model. Review of International Business and Strategy, 29(3), 157-179. https://doi.org/10.1108/RIBS-10-2018-0092
Thongpapanl, N., Ashraf, A. R., Lapa, L., and Venkatesh, V. (2018). Differential effects of customers’ regulatory fit on trust, perceived value, and m-commerce use among developing and developed countries. Journal of International Marketing, 26(3), 22-44. https://doi.org/10.1509/jim.17.0129
Tojib, D. and Tsarenko, Y. (2012). Post-adoption modeling of advanced mobile service use. Journal of Business Research, 65(7), 922-928. https://doi:10.1016/j.jbusres.2011.05.006
Trabelsi-Zoghlami, A., Berraies, S., and Ben Yahia, K. (2018). Service quality in a mobile-banking-applications context: do users’ age and gender matter? Total Quality Management & Business Excellence, 31(15-16), 1639-1668. https://doi.org/10.1080/14783363.2018.1492874
Turel, O., Serenko and A. Bontis, N. (2007). User acceptance of wireless short messaging services: deconstructing perceived value. Information & Management, 44(1), 63–73. https://doi.org/10.1016/j.im.2006.10.005
Venkatesh, V., Thong, J., and Xu, X. (2012). Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), 157–178. https://doi.org/10.2307/41410412
Verkijika, S. F. (2018). Factors influencing the adoption of mobile commerce applications in Cameroon. Telematics and Informatics, 35(6), 1665-1674. https://doi.org/10.1016/j.tele.2018.04.012
Wang, H. Y. and Wang, S. H. (2010). Predicting mobile hotel reservation adoption: Insight from a perceived value standpoint. International Journal of Hospitality Management, 29(4), 598-608. https://doi.org/10.1016/j.ijhm.2009.11.001
Xu, G. and Gutierrez, J. A. (2006). An exploratory study of killer applications and critical success factors in M-commerce. Journal of Electronic Commerce in Organizations, 4(3), 63–79. https://doi.org/10.4018/978-1-59904-822-2.ch013
Xu, P., Kim, C. S., Bai, B., and Kim, P. B. (2025). Determinants of Chinese travellers’ use of mobile payment applications when staying at an overseas hotel. Journal of Quality Assurance in Hospitality & Tourism, 26(1), 1-21. https://doi.org/10.1080/1528008X.2023.2196036
Yang, F., Tang, J., Men, J., and Zheng, X. (2021). Consumer perceived value and impulse buying behavior on mobile commerce: The moderating effect of social influence. Journal of Retailing and Consumer Services, 63, 102683. https://doi.org/10.1016/j.jretconser.2021.102683
Yang, K. and Lee, H. J. (2010). Gender differences in using mobile data services: utilitarian and hedonic value approaches. Journal of Research in Interactive Marketing, 4(2), 142-156. http://dx.doi.org/10.1108/17505931011051678
Yen, Y. S. and Wu, F. S. (2016). Predicting the adoption of mobile financial services: The impacts of perceived mobility and personal habit. Computers in Human Behavior, 65, 31-42. https://doi.org/10.1016/j.chb.2016.08.017
Yoon, C. and Kim, S. (2007). Convenience and TAM in a ubiquitous computing environment: The case of wireless LAN. Electronic Commerce Research and Applications, 6(1), 102-112. https://doi.org/10.1016/j.elerap.2006.06.009
Yu, N. and Huang, Y. T. (2022). Why do people play games on mobile commerce platforms? An empirical study on the influence of gamification on purchase intention. Computers in Human Behavior, 126, 106991. https://doi.org/10.1016/j.chb.2021.106991
Zeithaml, V.A. (1988). Consumer perceptions of price, quality and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22.
Zhao, X., Tang, Q., Liu, S., and Liu, F. (2016). Social capital, motivations, and mobile coupon sharing. Industrial Management & Data Systems, 116(1), 188-206. https://doi.org/10.1108/IMDS-05-2015-0184
Zheng, X., Men, J., Yang, F., and Gong, X. (2019). Understanding impulse buying in mobile commerce: An investigation into hedonic and utilitarian browsing. International Journal of Information Management, 48, 151-160. https://doi.org/10.1016/j.ijinfomgt.2019.02.010
Zhou, T. (2008). The impact of perceived value on user acceptance of mobile commerce. In: International Symposium on Electronic Commerce and Security (IEEE), pp. 237-240. August 3, 2008. https://doi.org/10.1109/ISECS.2008.9
Zhou, T., Lu, Y., and Wang, B. (2010). Exploring user acceptance of WAP services from the perspectives of perceived value and trust. Journal of Information Technology Management, 9(3), 302–316. https://doi.org/10.1504/IJITM.2010.030946
Zhu, G., So, K. K. F., and Hudson, S. (2017). Inside the sharing economy: Understanding consumer motivations behind the adoption of mobile applications. International Journal of Contemporary Hospitality Management, 29(9), 2218-2239. https://doi.org/10.1108/IJCHM-09-2016-0496
Abdennebi, H. Ben. (2023). M-banking adoption from the developing countries perspective: A mediated model. Digital Business. 3(2), 100065. https://doi.org/https://doi.org/10.1016/j.digbus.2023.100065
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50 (2), 179–211.
Åkesson, M. (2007). Value proposition in m-commerce: exploring service provider and user perceptions. In: Proceedings of the 6th Annual Global Mobility Roundtable. Los Angeles, CA, p. 19, June 1-2, 2007.
Akram, U., Ansari, A. R., Fu, G., and Junaid, M. (2020). Feeling hungry? let’s order through mobile! examining the fast-food mobile commerce in China. Journal of Retailing and Consumer Services, 56, 102142. https://doi.org/10.1016/j.jretconser.2020.102142
Alalwan, A. A., Dwivedi, Y. K., and Rana, N. P. (2017). Factors influencing adoption of mobile banking by Jordanian bank customers: Extending UTAUT2 with trust. International Journal of Information Management, 37(3), 99-110. https://doi.org/10.1016/j.ijinfomgt.2017.01.002
Ali, M., Wali, E., Al-Hinai, Y., and Kurnia, S. (2019). A process approach to examining mobile commerce adoption progression. Journal of Systems and Information Technology, 21(2), 215-235. https://doi.org/10.1108/JSIT-10-2017-0085
Anwar, A., Thongpapanl, N., and Ashraf, A. R. (2021). Strategic imperatives of mobile commerce in developing countries: the influence of consumer innovativeness, ubiquity, perceived value, risk, and cost on usage. Journal of Strategic Marketing, 29(8), 722-742. https://doi.org/10.1080/0965254X.2020.1786847
Ashraf, A. R., Tek, N. T., Anwar, A., Lapa, L., and Venkatesh, V. (2021). Perceived values and motivations influencing m-commerce use: A nine-country comparative study. International Journal of Information Management, 59, 102318. https://doi.org/10.1016/ j.ijinfomgt.2021.102318
Barnes, S. J., Pressey, A. D., and Scornavacca, E. (2019). Mobile ubiquity: Understanding the relationship between cognitive absorption, smartphone addiction and social network services. Computers in human behavior, 90, 246-258. https://doi.org/10.1016/j.chb.2018.09.013
Baron, R. M. and Kenny, D. A. (1986). Moderator-Mediator Variables Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations. Journal of Personality and Social Psychology, 51(6), 1173–1182.
Belk, R. W. (1974). An exploratory assessment of situational effects in buyer behavior. Journal of Marketing Research, 11(2), 156-163.
Berraies, S., Yahia, K. B., and Hannachi, M. (2017). Identifying the effects of perceived values of mobile banking applications on customers: Comparative study between baby boomers, generation X and generation Y. International Journal of Bank Marketing, 35(6), 1018-1038. https://doi.org/10.1108/IJBM-09-2016-0137
Bhandari, U., Neben, T., Chang, K., and Chua, W. Y. (2017). Effects of interface design factors on affective responses and quality evaluations in mobile applications. Computers in Human Behavior, 72, 525-534. https://doi.org/10.1016/j.chb.2017.02.044
Bhattacherjee, A. (2001). Understanding information systems continuance: An expectation-confirmation model. MIS Quarterly, 351–370.
Burucuoglu, M. and Erdogan, E. (2016). An empirical examination of the relation between consumption values, mobile trust and mobile banking adoption. International Business Research, 9(12), 131-142. https://doi.org/10.5539/ibr.v9n12p131
Chang, H. H. and Chen, S. W. (2008). The impact of online store environment cues on purchase intention: Trust and perceived risk as a mediator. Online information review, 32(6), 818-841. https://doi.org/10.1108/14684520810923953
Chaouali, W., Souiden, N., and Ladhari, R. (2017). Explaining adoption of mobile banking with the theory of trying, general self-confidence, and cynicism. Journal of Retailing and Consumer Services, 35, 57-67. https://doi.org/10.1016/j.jretconser.2016.11.009
Chaouali, W., Ben Yahia, I., Lunardo, R., and Triki, A. (2019). Reconsidering the “what is beautiful is good” effect: When and how design aesthetics affect intentions towards mobile banking applications. International Journal of Bank Marketing, 37(7), 1525-1546. https://doi.org/10.1108/ IJBM-12-2018-0337
Chaouali, W., Lunardo, R., Ben Yahia, I., Cyr, D., and Triki, A. (2020). Design aesthetics as drivers of value in mobile banking: does customer happiness matter? International Journal of Bank Marketing, 38(1), 219-241. https://doi.org/10.1108/IJBM-03-2019-0100
Chemingui, H. and Benlallouna, H. (2013). Resistance, motivations, trust and intention to use mobile financial services. International Journal of Bank Marketing, 31(7), 574-592. https://doi.org/10.1108/IJBM-12-2012-0124
Chen, S. C., Chung, K. C., and Tsai, M. Y. (2019). How to achieve sustainable development of mobile payment through customer satisfaction – the SOR model. Sustainability, 11(22), 6314. https://doi.org/10.3390/su11226314
Choi, S. (2018). What promotes smartphone-based mobile commerce? Mobile-specific and self-service characteristics. Internet Research, 28(1), 105-122. https://doi.org/10.1108/IntR-10-2016-0287
Chong, A. Y. L. (2013). Mobile commerce usage activities: The roles of demographic and motivation variables. Technological forecasting and social change, 80(7), 1350-1359. https://doi.org/10.1016/j.techfore.2012.12.011
Chong, X., Zhang, J., Lai, K. K., and Nie, L. (2012). An empirical analysis of mobile internet acceptance from a value–based view. International Journal of Mobile Communications, 10(5), 536-557. https://doi.org/10.1504/IJMC.2012.048886
Chopdar, P. K. and Balakrishnan, J. (2020). Consumers response towards mobile commerce applications: SOR approach. International Journal of Information Management, 53, 102106. https://doi.org/10.1016/j.ijinfomgt.2020.102106
Chopdar, P. K., Paul, J., Korfiatis, N., and Lytras, M. D. (2022). Examining the role of consumer impulsiveness in multiple app usage behavior among mobile shoppers . Journal of Business Research, 140, 657-669. https://doi.org/10.1016/j.jbusres.2021.11.031
Clarke III, I. (2001). Emerging value propositions for m-commerce. Journal of Business Strategies, 18(2), 133-148.
Cyr, D., Head, M., and Ivanov, A. (2006). Design aesthetics leading to m-loyalty in mobile commerce. Information & Management, 43(8), 950-963. https://doi.org/10.1016/j.im.2006.08.009
Dastane, O., Goi, C. L., and Rabbanee, F. (2020). A synthesis of constructs for modelling consumers’ perception of value from mobile-commerce (M-VAL). Journal of Retailing and Consumer Services, 55, 102074. https://doi.org/10.1016/j.jretconser.2020.102074
Ding, X., Iijima, J., and Ho, S. (2004). Unique features of mobile commerce. Journal of Electronic Science and Technology, 2(3), 205-210.
Duarte, P., e Silva, S. C., and Ferreira, M. B. (2018). How convenient is it? Delivering online shopping convenience to enhance customer satisfaction and encourage e-WOM. Journal of Retailing and Consumer Services, 44, 161-169. https://doi.org/10.1016/j.jretconser.2018.06.007
Elgammal, I., Tan, C. C., Aureliano-Silva, L., and Selem, K. M. (2023). Employing SOR approach in linking mobile commerce ubiquity with usage behavior: roles of product reputation and brand trust. Kybernetes, 54(2), 832-852. https://doi.org/10.1108/K-07-2023-1359
Fan, Y., Saliba, A., Kendall, E. A., and Newmarch, J. (2005). Speech interface: an enhancer to the acceptance of m-commerce applications. In: Proceedings of the International Conference on Mobile Business (ICMB0 05), Sydney, Australia, 445-451.
Fang, J., Shao, Y., and Wen, C. (2016). Transactional quality, relational quality, and consumer e-loyalty: Evidence from SEM and fsQCA. International Journal of Information Management, 36(6), 1205–1217. https://doi.org/10.1016/j.ijinfomgt.2016.08.006
Fang, J., Zhao, Z., Wen, C., and Wang, R. (2017). Design and performance attributes driving mobile travel application engagement. International Journal of Information Management, 37(4), 269-283. http://dx.doi.org/10.1016/j.ijinfomgt.2017.03.003
Faqih, K. M. and Jaradat, M. I. R. M. (2015). Assessing the moderating effect of gender differences and individualism-collectivism at individual-level on the adoption of mobile commerce technology: TAM3 perspective. Journal of Retailing and Consumer Services, 22, 37-52. https://doi.org/10.1016/j.jretconser.2014.09.006
Farquhar, J. D. and Rowley, J. (2009). Convenience: a services perspective. Marketing theory, 9(4), 425-438.
Fianto, B. A., Rahmawati, C. K., and Supriani, I. (2021). Mobile banking services quality and its impact on customer satisfaction of Indonesian Islamic banks. Jurnal Ekonomi dan Keuangan Islam, 7(1), 59-76. https://doi.org/10.20885/jeki.vol7.iss1.art5
Fiore, A. M. and Kim, J. (2007). An integrative framework capturing experiential and utilitarian shopping experience. International Journal of Retail & Distribution Management, 35(6), 421-442. https://doi.org/10.1108/09590550710750313
Geebren, A., Jabbar, A., and Luo, M. (2021). Examining the role of consumer satisfaction within mobile eco-systems: Evidence from mobile banking services. Computers in Human Behavior, 114, 106584. https://doi.org/10.1016/j.chb.2020.106584
Hair, J. F., Ringle, C. M., and Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of
Marketing Theory and Practice, 19(2), 139–151. https://doi.org/10.2753/MTP1069-6679190202
Hair, J. F., Sarstedt, M., Ringle, C. M., and Mena, J. A. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the academy of marketing science, 40, 414-433. https://doi.org/10.1007/s11747-011-0261-6
Hair Jr, J. F., Sarstedt, M., Hopkins, L., and Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106-121. https://doi.org/10.1108/EBR-10-2013-0128
Hair, J. F., Risher, J. J., Sarstedt, M., and Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203
Hair, J.F., Hult, G.T.M., Ringle, C.M., and Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), Thousand Oaks, CA: Sage.
Han, J. and Jun, M. (2021). The impact of accessibility of mobile devices on the intention to post online reviews. European Journal of Management and Business Economics, 30(3), 386-398. https://doi.org/10.1108/EJMBE-07-2020-0185
Henseler, J., Ringle, C. M., and Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modelling. Journal of the Academy of Marketing Science. 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Hew, J. J., Lee, V. H., and Leong, L. Y. (2024). Deciphering the resistance behaviours towards mobile commerce applications: A Mobile Commerce Applications Resistance Theory (MOCART). Computers in Human Behavior, 151, 108033. https://doi.org/10.1016/j.chb.2023.108033
Hillman, S. and Neustaedter, C. (2017). Trust and mobile commerce in North America. Computers in Human Behavior, 70, 10-21. https://doi.org/10.1016/j.chb.2016.12.061
Hsiao, C. H., Chang, J. J., and Tang, K. Y. (2016). Exploring the influential factors in continuance usage of mobile social Apps: Satisfaction, habit, and customer value perspectives. Telematics and Informatics, 33(2), 342-355. http://doi.org/10.1016/j.tele.2015.08.014
Hsiao, K. L. (2013). Android smartphone adoption and intention to pay for mobile internet: Perspectives from software, hardware, design, and value. Library Hi Tech, 31(2), 216-235. http://doi.org/10.1108/07378831311329022
Huang, L. T. (2017). Exploring consumers’ intention to urge to buy in mobile commerce: the perspective of pleasure-arousal-dominance. The Perspective of Pleasure-Arousal Dominance. In: Proceedings of the 21st Pacific Asia Conference on Information Systems (PACIS), Langkawi Island, Malaysia, 288. http://aisel.aisnet.org/pacis2017/288
Huang, L., Mou, J., Koong, K. S., and Du, Y. (2019). An investigation of perceived value dimensions: Implications for mobile marketing research. International Journal of Mobile Communications, 17(6), 641-681. https://doi.org/10.1504/IJMC.2019.102764
Karjaluoto, H., Shaikh, A. A., Saarijärvi, H., and Saraniemi, S. (2019). How perceived value drives the use of mobile financial services apps. International Journal of Information Management, 47, 252-261. https://doi.org/10.1016/j.ijinfomgt.2018.08.014
Khoi, N. H., Tuu, H. H., and Olsen, S. O. (2018). The role of perceived values in explaining Vietnamese consumers’ attitude and intention to adopt mobile commerce. Asia Pacific Journal of Marketing and Logistics, 30(4), 1112-1134. https://doi.org/10.1108/APJML-11-2017-0301
Kim, S., Kwon, H. J., and Kim, H. (2023). Mobile banking service design attributes for the sustainability of internet-only banks: a case study of KakaoBank. Sustainability, 15(8), 6428.
Kim, H. W., Chan, H. C., and Gupta, S. (2007). Value-based adoption of mobile internet: an empirical investigation. Decision Support Systems, 43(1), 111-126. https://doi.org/10.1016/j.dss.2005.05.009
Kim, B. and Han, I. (2009). What drives the adoption of mobile data services? An approach from a value perspective. Journal of Information Technology, 24, 35-45. https://doi.org/10.1057/jit.2008.28
Kim, B., and Han, I. (2011). The role of utilitarian and hedonic values and their antecedents in a mobile data service environment. Expert Systems with Applications, 38(3), 2311-2318. https://doi:10.1016/j.eswa.2010.08.019
Kim, C., Li, W., and Kim, D. J. (2015). An empirical analysis of factors influencing M-shopping use. International Journal of Human-Computer Interaction, 31(12), 974-994. https://doi.org/10.1080/10447318.2015.1085717
Kim, C., Mirusmonov, M., and Lee, I. (2010). An empirical examination of factors influencing the intention to use mobile payment. Computers in Human Behavior, 26(3), 310-322. https://doi.org/10.1016/j.chb.2009.10.013
Kim, J. and Hahn, K. (2012). Effects of personal traits on generation y consumers’ attitudes toward the use of mobile devices for communication and commerce. Human Technology, 8(2), 133-156. https://doi.org/10.17011/ht/urn.201211203032
Ko, E., Kim, E. Y., and Lee, E. K. (2009). Modeling consumer adoption of mobile shopping for fashion products in Korea. Psychology & Marketing, 26(7), 669-687. https://doi.org/10.1002/mar.20294
Kock, N. (2015). Common method bias in PLS-SEM: a full collinearity assessment approach. International Journal of e-Collaboration (ijec), 11(4), 1–10. https://doi.org/10.4018/ijec.2015100101
Kuo, Y. F., Wu, C. M., and Deng, W. J. (2009). The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. Computers in Human Behavior, 25(4), 887-896. https://doi.org/10.1016/j.chb.2009.03.003
Larivière, B., Joosten, H., Malthouse, E. C., Van Birgelen, M., Aksoy, P., Kunz, W. H., and Huang, M. H. (2013). Value fusion: The blending of consumer and firm value in the distinct context of mobile technologies and social media. Journal of Service Management, 24(3), 268-293. https://doi.org/10.1108/09564231311326996
Lee, E. and Han, S. (2015). Determinants of adoption of mobile health services. Online Information Review, 39(4), 556-573. https://doi.org/10.1108/OIR-01-2015-0007
Li, Y. M. and Yeh, Y. S. (2010). Increasing trust in mobile commerce through design aesthetics. Computers in Human Behavior, 26(4), 673-684. https://doi.org/10.1016/j.chb.2010.01.004
Li, M., Dong and Z. Y., Chen, X. (2012). Factors influencing consumption experience of mobile commerce: A study from experiential view. Internet Research, 22(2), 120-141. https://doi.org/10.1108/10662241211214539
Liang, T. P., Huang, C. W., Yeh, Y. H., and Lin, B. (2007). Adoption of mobile technology in business: a fit‐viability model. Industrial Management & Data Systems, 107(8), 1154-1169. https://doi.org/10.1108/02635570710822796
Liébana-Cabanillas, F., Marinković, V., and Kalinić, Z. (2017). A SEM-neural network approach for predicting antecedents of m-commerce acceptance. International Journal of Information Management, 37(2), 14-24. http://doi.org/10.1016/j.ijinfomgt.2016.10.008
Lin, S.-C., Tseng, H.-T., Shirazi, F., Hajli, N., and Tsai, P.-T. (2023). Exploring factors influencing impulse buying in live streaming shopping: a stimulus-organism-response (SOR) perspective. Asia Pacific Journal of Marketing and Logistics, 35(6), 1383-1403. https://doi.org/10.1108/APJML-12-2021-0903
Liu, F., Zhao, X., Chau, P. Y. K., and Tang, Q. (2015). Roles of perceived value and individual differences in the acceptance of mobile coupon applications. Internet Research, 25(3), 471-495. https://doi.org/10.1108/IntR-02-2014-0053
Ltifi, M. (2018). Determinants of the intention of smartphone usage by mobile internet users for m-services. Management Decision, 56(11), 2291-2307. https://doi.org/10.1108/MD-09-2017-0869
Ma, Z., Zhou, P., and Fu, N. (2024). Research on the Taxation of Mobile Commerce Digital Assets. In: Wei, J., Margetis, G. (eds) Human-Centered Design, Operation and Evaluation of Mobile Communications. HCII 2024. Lecture Notes in Computer Science, vol 14738. Springer, Cham. https://doi.org/10.1007/978-3-031-60487-4_9
Mahatanankoon, P., Wen, J.H., and Lim, B. (2005). Consumer-based m-commerce: exploring consumer perception of mobile applications. Computer standards & interfaces, 27, 347–357. https://doi.org/10.1016/j.csi.2004.10.003
Mehrabian, A. and Russell, J.A. (1974). An Approach to Environmental Psychology. Boston, MA: MIT Press.
Okazaki, S. and Mendez, F. (2013a). Perceived ubiquity in mobile services. Journal of Interactive Marketing, 27(2), 98-111. https://doi.org/10.1016/j.intmar.2012.10.001
Okazaki, S. and Mendez, F. (2013b). Exploring convenience in mobile commerce: Moderating effects of gender. Computers in Human Behavior, 29(3), 1234-1242. https://doi.org/10.1016/j.chb.2012.10.019
Omigie, N. O., Zo, H., Rho, J. J., and Ciganek, A. P. (2017). Customer pre-adoption choice behavior for M-PESA mobile financial services: extending the theory of consumption values. Industrial Management & Data Systems, 117(5), 910-926. http://doi.org/10.1108/IMDS-06-2016-0228
Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., and Podsakoff, N. P. (2003). Common method biases in behavioral research: a critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879.
Pura, M. (2003). Linking perceived value of and loyalty to mobile services. In Proceedings of Australian and New Zealand Marketing Academy Conference, Adelaide, 560–575. December 1-4, 2003.
Rodríguez-Torrico, P., San-Martín, S., and San José-Cabezudo, R. (2019). What drives M-shoppers to continue using mobile devices to buy? Journal of Marketing Theory and Practice. 27(1), 83-102. https://doi.org/10.1080/10696679.2018.1534211
Ronny. (2022). The effect of responsiveness, reliability, ease, security, and aesthetics on customers’ satisfaction using mobile banking. International Journal of Economics Business and Management Research, 6(7), 190–205. https://doi.org/10.51505/ijebmr.2022.6713
Roig, J. C. F., Garcia, J. S., Tena, M. A. M., and Monzonis, J. L. (2006). Customer perceived value in banking services. International Journal of Bank Marketing, 24(5), 266-283. https://doi.org/10.1108/02652320610681729
Roy, S., Moorthi and Y. L. R. (2017). Technology readiness, perceived ubiquity and M-commerce adoption: The moderating role of privacy. Journal of Research in Interactive Marketing, 11(3), 268-295. https://doi.org/10.1108/JRIM-01-2016-0005
Sankaran, R., and Chakraborty, S. (2022). Factors Impacting Mobile Banking in India: Empirical Approach Extending UTAUT2 with Perceived Value and Trust. IIM Kozhikode Society & Management Review, 11(1), 7-24. https://doi.org/10.1177/2277975220975219
Sarkar, S., Chauhan, S., and Khare, A. (2020). A meta-analysis of antecedents and consequences of trust in mobile commerce. International Journal of Information Management, 50, 286-301. https://doi.org/10.1016/j.ijinfomgt.2019.08.008
Seiders, K., Berry, L. L., and Gresham, L. G. (2000). Attention, retailers! How convenient is your convenience strategy? MIT Sloan Management Review, 41(3), 79.
Shah, A. M., Yan, X., Shah, S. A. A., and Ali, M. (2020). Customers’ perceived value and dining choice through mobile apps in Indonesia. Asia Pacific Journal of Marketing and Logistics, 33(1), 1-28. https://doi.org/10.1108/APJML-03-2019-0167
Shankar, V., Kleijnen, M., Ramanathan, S., Rizley, R., Holland, S., and Morrissey, S. (2016). Mobile shopper marketing: Key issues, current insights, and future research avenues. Journal of Interactive Marketing, 34(1), 37-48. https://doi.org/10.1016/j.intmar.2016.03.002
Shaw, N. and Sergueeva, K. (2019). The non-monetary benefits of mobile commerce: Extending UTAUT2 with perceived value. International Journal of Information Management, 45, 44-55. https://doi.org/10.1016/j.ijinfomgt.2018.10.024
Shmueli, G., Ray, S., Estrada, J. M. V., and Chatla, S. B. (2016). The elephant in the room: Predictive performance of PLS models. Journal of Business Research, 69(10), 4552-4564. https://doi.org/10.1016/j.jbusres.2016.03.049
Shmueli, G., Sarstedt, M., Hair, J. F., Cheah, J.-H., Ting, H., and Vaithilingam, S. (2019). Predictive model assessment in PLS-SEM: Guidelines for using PLSpredict. European Journal of Marketing, 53(11), 2322–2347. https://doi.org/10.1108/EJM-02-2019-0189
Schultz, C. D. and Kaiser, S. (2025). Consumer value dimensions in conversational and mobile commerce. Journal of Marketing Analytics, 1-19. https://doi.org/10.1057/s41270-025-00383-w
Siyal, A. W., Chen, H., Shah, S. J., Shahzad, F., and Bano, S. (2024). Customization at a glance: Investigating consumer experiences in mobile commerce applications. Journal of Retailing and Consumer Services, 76, 103602. https://doi.org/10.1016/j.jretconser.2023.103602
Souiden, N., Ladhari, R. and Chaouali, W. (2020). Mobile banking adoption: a systematic review. International Journal of Bank Marketing, 39(2), 214–241. https://doi.org/10.1108/IJBM-04-2020-0182
Statista Research (2024a) Global retail e-commerce sales 2014-2027. Statista. https://www.statista.com/statistics/379046/worldwide-retail-e-commerce-sales/
Statista Research (2024b) Mobile commerce revenue and share in e-commerce 2017-2028. Statista. https://www.statista.com/statistics/1449284/retail-mobile-commerce-revenue-worldwide/
Ström, R., Vendel, M., Bredican, J. (2014). Mobile marketing: A literature review on its value for consumers and retailers. Journal of Retailing and Consumer Services, 21(6), 1001-1012. https://doi.org/10.1016/j.jretconser.2013.12.003
Sweeney, J.C. and Soutar, G.N. (2001). Consumer perceived value: the development of a multiple item scale. Journal of Retailing, 77(2), 203-220.
Tarhini, A., Alalwan, A. A., Shammout, A. B., and Al-Badi, A. (2019). An analysis of the factors affecting mobile commerce adoption in developing countries: Towards an integrated model. Review of International Business and Strategy, 29(3), 157-179. https://doi.org/10.1108/RIBS-10-2018-0092
Thongpapanl, N., Ashraf, A. R., Lapa, L., and Venkatesh, V. (2018). Differential effects of customers’ regulatory fit on trust, perceived value, and m-commerce use among developing and developed countries. Journal of International Marketing, 26(3), 22-44. https://doi.org/10.1509/jim.17.0129
Tojib, D. and Tsarenko, Y. (2012). Post-adoption modeling of advanced mobile service use. Journal of Business Research, 65(7), 922-928. https://doi:10.1016/j.jbusres.2011.05.006
Trabelsi-Zoghlami, A., Berraies, S., and Ben Yahia, K. (2018). Service quality in a mobile-banking-applications context: do users’ age and gender matter? Total Quality Management & Business Excellence, 31(15-16), 1639-1668. https://doi.org/10.1080/14783363.2018.1492874
Turel, O., Serenko and A. Bontis, N. (2007). User acceptance of wireless short messaging services: deconstructing perceived value. Information & Management, 44(1), 63–73. https://doi.org/10.1016/j.im.2006.10.005
Venkatesh, V., Thong, J., and Xu, X. (2012). Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), 157–178. https://doi.org/10.2307/41410412
Verkijika, S. F. (2018). Factors influencing the adoption of mobile commerce applications in Cameroon. Telematics and Informatics, 35(6), 1665-1674. https://doi.org/10.1016/j.tele.2018.04.012
Wang, H. Y. and Wang, S. H. (2010). Predicting mobile hotel reservation adoption: Insight from a perceived value standpoint. International Journal of Hospitality Management, 29(4), 598-608. https://doi.org/10.1016/j.ijhm.2009.11.001
Xu, G. and Gutierrez, J. A. (2006). An exploratory study of killer applications and critical success factors in M-commerce. Journal of Electronic Commerce in Organizations, 4(3), 63–79. https://doi.org/10.4018/978-1-59904-822-2.ch013
Xu, P., Kim, C. S., Bai, B., and Kim, P. B. (2025). Determinants of Chinese travellers’ use of mobile payment applications when staying at an overseas hotel. Journal of Quality Assurance in Hospitality & Tourism, 26(1), 1-21. https://doi.org/10.1080/1528008X.2023.2196036
Yang, F., Tang, J., Men, J., and Zheng, X. (2021). Consumer perceived value and impulse buying behavior on mobile commerce: The moderating effect of social influence. Journal of Retailing and Consumer Services, 63, 102683. https://doi.org/10.1016/j.jretconser.2021.102683
Yang, K. and Lee, H. J. (2010). Gender differences in using mobile data services: utilitarian and hedonic value approaches. Journal of Research in Interactive Marketing, 4(2), 142-156. http://dx.doi.org/10.1108/17505931011051678
Yen, Y. S. and Wu, F. S. (2016). Predicting the adoption of mobile financial services: The impacts of perceived mobility and personal habit. Computers in Human Behavior, 65, 31-42. https://doi.org/10.1016/j.chb.2016.08.017
Yoon, C. and Kim, S. (2007). Convenience and TAM in a ubiquitous computing environment: The case of wireless LAN. Electronic Commerce Research and Applications, 6(1), 102-112. https://doi.org/10.1016/j.elerap.2006.06.009
Yu, N. and Huang, Y. T. (2022). Why do people play games on mobile commerce platforms? An empirical study on the influence of gamification on purchase intention. Computers in Human Behavior, 126, 106991. https://doi.org/10.1016/j.chb.2021.106991
Zeithaml, V.A. (1988). Consumer perceptions of price, quality and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22.
Zhao, X., Tang, Q., Liu, S., and Liu, F. (2016). Social capital, motivations, and mobile coupon sharing. Industrial Management & Data Systems, 116(1), 188-206. https://doi.org/10.1108/IMDS-05-2015-0184
Zheng, X., Men, J., Yang, F., and Gong, X. (2019). Understanding impulse buying in mobile commerce: An investigation into hedonic and utilitarian browsing. International Journal of Information Management, 48, 151-160. https://doi.org/10.1016/j.ijinfomgt.2019.02.010
Zhou, T. (2008). The impact of perceived value on user acceptance of mobile commerce. In: International Symposium on Electronic Commerce and Security (IEEE), pp. 237-240. August 3, 2008. https://doi.org/10.1109/ISECS.2008.9
Zhou, T., Lu, Y., and Wang, B. (2010). Exploring user acceptance of WAP services from the perspectives of perceived value and trust. Journal of Information Technology Management, 9(3), 302–316. https://doi.org/10.1504/IJITM.2010.030946
Zhu, G., So, K. K. F., and Hudson, S. (2017). Inside the sharing economy: Understanding consumer motivations behind the adoption of mobile applications. International Journal of Contemporary Hospitality Management, 29(9), 2218-2239. https://doi.org/10.1108/IJCHM-09-2016-0496
Article Sidebar
Published
2025-07-19
Article Details
How to Cite
Ben Abdennebi, H. (2025). Mobile commerce adoption: A value perspective from a developing country. Journal of Telecommunications and the Digital Economy, 13(2), 42-83. https://doi.org/10.18080/jtde.v13n2.968
Issue
Section
Digital Economy & Society
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Copyright Telecommunications Association Inc.
How to Cite
Ben Abdennebi, H. (2025). Mobile commerce adoption: A value perspective from a developing country. Journal of Telecommunications and the Digital Economy, 13(2), 42-83. https://doi.org/10.18080/jtde.v13n2.968
